BRANDS NEBULA CASE STUDY
Engineering $65M+ in Pipeline for SBEEC’s Entrack via Full-Funnel Demand Gen
“Brands Nebula didn’t just bring us leads; they gave us a lens into our market. For the first time, we could see the ‘hidden’ buyers in our dark funnel. The result was a predictable growth engine that turned energy inefficiencies into a Rs. 65M+ revenue opportunity. We finally have total peace of mind regarding our scale.”
Director of Growth, SBEEC
The Obstacle: The High-Stakes Complexity Gap
Selling AI-powered energy platforms to the Commercial and Industrial (C&I) sector isn’t about “impulse buys” it’s about navigating long sales cycles and multiple decision-makers.
The Sustainability Gap: Before our intervention, Entrack’s growth was hamstrung by a “leaky” funnel. They were generating top-of-funnel noise, but had no way to track intent or nurture high-value accounts through the complex B2B journey. Their previous strategy lacked a Dark Funnel component, meaning they were ignoring 90% of the buyer’s journey where decisions actually happen: in the shadows of research and internal discussions.
The Strategy: Building the Intent Engine
We moved away from “spray and pray” digital ads and built a technical infrastructure designed to capture and convert high-value accounts.
- Phase 1 (Audit/Alignment):We mapped the “Energy Inefficiency” pain points across specific C&I verticals. We identified that the “Hero” wasn’t just the Sustainability Officer, but the CFO looking for operational savings.
- Phase 2 (The Build): We deployed a triple-threat infrastructure:
- Anonymous Intent Tracking: Identifying companies visiting the site before they ever filled out a form.
- Conversion-Optimized Landers: Deep-dive pages that spoke to regulatory compliance and ROI, not just “green” features.
- CRM-Ad Loop: Feeding SQL data back into Meta and LinkedIn to optimize for high-intent profiles.
- The Channels: * LinkedIn: Account-Based Marketing (ABM) targeting by job title and company list.
- Meta: High-frequency retargeting to keep Entrack top-of-mind during the 6-month sales cycle.
Email: Automated nurturing sequences triggered by specific “intent” signals.
The Execution: The ABM & Dark Funnel Rollout
Our rollout was divided into three strategic layers to ensure no high-value account was left behind.
- Phase 1: The Dark Funnel Activation. We launched gated “Industry Energy Benchmarking” reports. This allowed us to tag high-value decision-makers early in their research phase.
- Phase 2: The Awareness Wave. Using LinkedIn, we ran “Problem-First” creatives that highlighted the hidden costs of energy inefficiency, positioning Entrack as the only surgical solution.
Phase 3: The Retargeting “Surround Sound.” Once an account showed intent, we hit them with social proof on Meta and case studies via email. We used Dark Funnel tactics to surface “hidden” intent, allowing the sales team to strike when the iron was hottest.
The Results: From Leads to Revenue
The “Infrastructure over Execution” approach didn’t just generate volume; it generated value.
Total Leads
7,000+ MQLs generated with a verified interest in energy AI.
Pipeline Impact
Rs.65M+ in qualified business opportunities.
Cost Efficiency
A significant reduction in customer acquisition cost (CAC) by targeting only “Best-Fit” accounts.
The “Human” Win:
The sales team transitioned from “cold calling” to “warm consulting.” By surfacing hidden buying intent, we provided the sales department with a “cheat sheet” of which accounts were ready to close, effectively doubling their closing ratio and eliminating hundreds of hours of wasted outreach.
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